Attitudes of Consumers from Podgorica toward Advertising through Sport among the Frequency of Watching Sports Events

Self Cite

This investigation was aimed at gaining relevant knowledge about the attitudes of Educons University consumers toward advertising through sport among. The sample included 200 students from Faculty of sport and tourism in Novi Sad, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the statistical analyses it was found that signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance level of p=.00. Hence, it is interesting to highlight that it was found there are signifi cant diff erences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. The signifi cant diff erences were found in two of three variables, while the consumers who do not watch sports events had much more negative attitudes toward advertising though sport.

Section: Uvodunclassified

Attitudes of Consumers from Educons University toward Advertising through Sport among the Frequency of Watching Sports Events

Stupar¹,

Tourism²,

Gardašević³

et al. 2018

Self Cite

“…Iz tog razloga, mnogi istraživaci priznaju sport kao nezavisnu reklamnu platformu koju poslovni subjekti mogu koristiti kako bi prevazisli negativne stavove potrošača prema reklamiranju. Samim tim se postavilo i pitanje, kako posmatranje sportskih događaja utiče na stavove potrošača prema reklamiranju u sportu kao jedan od niza problema sa kojim se nije susrijetalo mnogo autora do sada (Bjelica, Popović, & Akpinar, 2014a;Bjelica, Popović, & Akpinar, 2015c;Bjelica, Popović, & Akpinar, 2016b;Bjelica, Popović, & Akpinar, 2017;Bjelica, Gardašević, & Ćorluka, 2018;Ćorluka, Bjelica, & Vukotić, 2018;Vukotić, Ćorluka, & Mašanović, 2018;Milovic, Corluka, & Masanovic, 2018;Djurisic, Perovic, & Masanovic, 2018;Kovacevic, Milosevic, & Masanovic, 2018), a to upravo i jeste cilj ove studije.…”

Section: Attitudes Toward Advertising Through Sport and Watching Sporunclassified

Attitudes of Consumers from University of Novi Sad toward Advertising through Sport among the Frequency of Watching Sports Events

Molnar¹,

Mašanović²

2018

Self Cite

This investigation was aimed at gaining relevant knowledge about the attitudes of University of Novi Sad consumers toward advertising through sport among. The sample included 168 students from Faculti of Sporth and Physical Education in Novi Sad, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the statistical analyses it was found that signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance level of p=.00. Hence, it is interesting to highlight that it was found there are signifi cant diff erences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. The signifi cant diff erences were found in two of three variables, while the consumers who do not watch sports events had much more negative attitudes toward advertising though sport.

“…Ove nedosljednosti su navele na sumnju da reklamne kampanje koje koriste elemente iz specifi čnih medijuma utiču na stavove potrošača prema reklamiranju u skladu sa tim (Popović, 2011). Neki autori su vjerovali da je jedan od najrelevantnijih medija, upravo sport, odnosno sportisti i njihovi timovi, sportski događaji i sportski objekti (Bjelica i Popović, 2011;Milovic, Corluka, & Masanovic, 2018;Djurisic, Perovic, & Masanovic, 2018;Kovacevic, Milosevic, & Masanovic, 2018;Molnar, Masanovic, & Bjelica, 2018;Masanovic, Georgiev, & Sekulic, 2018;Stupar, Gardasevic, & Masanovic, 2018), uglavnom iz razloga što ovi elementi mogu da utiču na stavove potrošača i naprave značajne oscilacije kod stavova u poređenju sa ostalim elementima (Bjelica, Popović, Jakšić, Hadžić, & Akpinar, 2014b;Bjelica i Popović, 2015a;Bjelica & Popović, 2015b;Bjelica, Gardašević, Vasiljević, & Popović, 2016a;Bjelica, Gardašević, Vasiljević, & Popović, 2016c;. Iz tog razloga, mnogi istraživači priznaju sport kao nezavisnu reklamnu platformu koju poslovni subjekti mogu koristiti kako bi prevazišli negativne stavove potrošača prema reklamiranju.…”

Section: Attitudes Toward Advertising Through Sport and Participatingunclassified

Attitudes of Consumers from Educons University toward Advertising through Sport among the Question how Often they Participate in Sports Activities

Gardašević¹,

Stupar²,

Maksimović³

2018

This research was aimed at gaining relevant knowledge about the attitudes of Educons University consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 200 students from Faculty of sport and tourism in Novi Sad, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1-4 a month, 5-10 a month, 11-20 a month, as well as consumers participate in sport activities more than 20 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the statistical analyses it was found that signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance level of p=.000. Hence, it is interesting to highlight that it was found there are signifi cant diff erences showed up between the consumers who participate in various sports activities. The signifi cant diff erences were found in one of three variables, while the consumers who participate less than 4 times a moths had much more negative attitudes toward advertising though sport.